10 Days of Kwanzaa

Many companies typically offer some sort of sale during the holidays.Instead, Cards Against Humanity decided to do something different.

Many companies typically offer some sort of sale during the holidays. Instead, Cards Against Humanity decided to do something different.

In lieu of this, I was tasked with concepting branding, print materials, illustrations, UX, and coordinating front-end development for a 250,000 subscription campaign centered around a fundamental misunderstanding of Kwanzaa.

DEVELOPMENT: SCOTT ROBBIN

LOGO ANIMATION: BEN HANTOOT

PUZZLe engineering: MIKE SELINKER & CAH

The campaign originally kicked off with a splash site intended to both showcase CAH's own promotional videoand direct fans in purchasing one of 250,000 subscriptions. It ultimately proved successful, selling most subscriptions and turning over a 75% conversion rate.

When sales of the 10 Days of Kwanzaa subscription closed, the splash page was replaced with a main site that I designed and illustrated. This site — updated weekly with each new mailing — showcased a myriad of commissioned videos, downloadable content, and puzzle clues.

Likewise, below is a showcase of various physical items that were mailed to each participant.

I designed or created assets for many items, including a customer service zine, special edition card packs, an island deed, comics, miracle berries, and a game.